Gen Zs are people born after 1997, and their short lives have been already been marked by the advent of mobile technology, social upheaval, and the Great Recession.

Ypulse, a New York youth-marketing firm, interviewed 8,494 Gen Z consumers on 332 brands this year for its Ybrands survey. Then the firm ranked those brands based on the consumers' awareness, past purchase, and loyalty, as well as their perceived personality and influence.

Bobby Calise, vice president of Ybrands, said these brands won over Gen Z because of their ability to convince young adults of their coolness and momentum.

More unique to Gen Z, Calise said, is their preference to buy from brands with expressed stances on social causes.

"In the past, brands might have considered playing it safe for fear of alienating some of its customer base," Calise told Business Insider. "But in today's social and political climate, it's arguably riskier not to take a risk — even if it's a calculated one — when it comes to brands taking stands."

Ypulse shared the final ranking with Business Insider. Here are the top 100 brands that Gen Z adore:

1/

100. KFC

Hollis Johnson/Business Insider

Why it's popular: KFC launched a plan in 2015 to boost quality across its US restaurants — revamping the menu, retraining employees, and remodeling. That venture focused not on making KFC a health food magnate, but on its core business of quality fried chicken.

98. Buffalo Wild Wings

RW/MediaPunch/IPx/Getty

Why it's popular: While millennials and Gen Zs alike don't frequent fast-casual chains, Buffalo Wild Wings has a different take on dining out by allowing patrons to customize their meal with different sauces.

96. Hi-C

Why it's popular: According to YPulse, Hi-C has near-universal brand awareness among Gen Z, and more than half of them have bought it in the past.

6/

95. EOS

Ricky Vigil/Getty Images

Why it's popular: Founded in 2009, EOS has become a popular brand among younger clientele in part thanks to its strategy of targeting influencers and celebrities rather than going with traditional publicity routes.

93. Microsoft

Stephen Brashear/Getty Images

Why it's popular: While Microsoft has been outshined by Apple and Samsung when it comes to cellphones and computers, YPulse said nearly half of Gen Zs have bought a Microsoft product. And 44% of Gen Zs said Microsoft is "innovative."

91. Planters

Why it's popular: Gen Zs prefer healthy choices, and Planters is the top brand for snacking nuts — a category that includes almonds, pistachios, cashews, peanuts, walnuts, hazelnuts, and pecans.

11/

90. Hulu

Hulu

Why it's popular: Streaming options are becoming increasingly common among Gen Zs; only 2% told Business Insider that they rely on cable for most of their television watching. While Netflix remains more popular overall, Hulu has original programming like "The Handmaid's Tale" and "All Night."

12/

89. Sephora

Rosdiana Ciaravolo/Getty Images for SEPHORA

Why it's popular: Gen Z women spend more on beauty than apparel, according to Piper Jaffray's semiannual survey. While teen spending is overall up 2% year-over-year in 2018, beauty spending jumped 18%. Sephora was the top beauty destination.

87. Twitter

Leon Neal/Getty Images

Why it's popular: In 2016, Business Insider found that today's teens actually like Twitter more than their millennial or Gen X cohorts. "I get to talk to my friends and see interesting things about shows or bands I like, or see funny memes," one 14-year-old told Business Insider.

15/

86. Hot Topic

Why it's popular: It might seem like a relic of the 1990s, but Hot Topic has maintained popularity with the younger crowd as fashion trends become more gothic and punk. Hot Topic stocks plenty of plaid, band tees, and other gear evocative of the '90s.

84. Kohl's

Why it's popular: While many big-box retailers have suffered in recent years as shopping increasingly shifts online, Kohl's have reported steady sales bumps. Kohl's also features discount options, which is especially appealing for frugal Gen Zs.

83. Butterfinger

Why it's popular: Butterfinger is one of the top-selling candy bars across all age sectors, including Gen Z. Nearly 60% of Gen Zs have bought a Butterfinger and almost half said they'd buy it again.

19/

82. American Eagle Outfitters

Aerie/Ali Mitton

Why it's popular: American Eagle has especially benefitted in recent years from its lingerie brand, Aerie. Aerie is on track to be a $1 billion business on its own. Much of Aerie's success stems from a social brand of female empowerment, as it doesn't retouch its ads and partners with influencers involved in activism.

77. The North Face

Why it's popular: The outdoor company has a focus on socially responsible marketing strategies that emphasize its investment in women's empowerment, environmentalism, and other causes that Gen Zs care about.

25/

76. Nesquik

Rachel Murray/Getty Images for Nesquik

Why it's popular: Nesquick, which launched in 1948, might seem a bit too old school for Gen Zs, but 57% of them said they've purchased it. Nesquick has been involved in innovative marketing strategies, such as their recent Milk Stop pop-up in Santa Monica.

26/

75. Maybelline

Brad Barket/Getty Images for Maybelline

Why it's popular: Maybelline is skilled at racking up social engagement through collaborations with influencers like Gigi Hadid and educational posts.

73. Ulta

Peter Larsen/Getty Images for ULTA Beauty

Why it's popular: Gen Z women spend more on beauty than apparel. While Sephora has been the longtime standby for beauty products, Ulta offers a larger variety of products, including drugstore wares and high-end products.

29/

72. Beats by Dre

Rick Diamond/Getty Images for AKOO Clothing

Why it's popular: Beats by Dre relies heavily on celebrity marketing, with partnerships via Pharrell, Nicki Minaj, and obviously Dr. Dre. Such endorsements especially important for reaching Gen Z, who look to social media and influencers for advice on what to buy.

30/

71. Spotify

Terry Wyatt/Getty Images for Spotify

Why it's popular: A Business Insider survey of Gen Zs found that 60% of teens pick Spotify as their most used music app. They said they like Spotify for its playlists, freemium model, and huge selection of music.

69. E.L.F. Cosmetics

Why it's popular: Like many brands that are popular among Gen Zs, E.L.F. has a dedicated strategy to build its following among social-media influencers. But unlike the obvious route of trying to accumulate as many followers as possible, E.L.F. built a sizable yet dedicated online community by creating relationships with "microinfluencers."

67. Slim Jim

Why it's popular: The jerky brand doesn't seem like the most obvious choice for health-conscious Gen Zs, but Slim Jims have been going upscale. You can now buy Slim Jims made from grass-fed beef or in flavors like Thai Style Chili.

35/

66. Old Spice

65. Dr Pepper

Why it's popular: While some of Dr Pepper's marketing moves have been controversial, the brand also developed universally appealing campaigns, like individualized soda labels. Nearly two-thirds of Gen Zs have purchased Dr Pepper.

64. Levi's

63. Marvel

Disney

Why it's popular: Marvel has been generating billions on its superhero movies like "The Avengers." It especially appealed to Gen Z — the most diverse generation in US history — with the afro-futuristic "Black Panther," which has been one of the highest-grossing films of all time.

60. Totino's

59. DiGiorno

Chris Pizzello/AP

Why it's popular: From enlisting facial-recognition software and social psychology to prove how happy pizza can make you to featuring YouTube celebrities in its advertisements, DiGiorno has been creative in how it reaches new audiences.

43/

58. Pillsbury

Sydney Kramer/INSIDER

Why it's popular: The ubiquitous food brand has targeted products like Pizza Pops for a teen audience. Nearly two-thirds of Gen Z have bought Pillsbury products, and half say it has a bright future.

44/

57. Old Navy

Shutterstock/Northfoto

Why it's popular: Old Navy has produced a slew of smart, sponsored videos, like the My Squad Contest. That gave Gen Zs the chance to compete to meet their favorite internet celebrities while wearing Old Navy apparel, naturally.

45/

56. Jordan

Ethan Miller/Getty Images

Why it's popular: Sneakers have become increasingly popular among Gen Zs, particularly ones backed by major celebrity endorsements. Nike's Jordan brand is also highly innovative on social media; it was one of the first to release major news through Instagram Stories.

54. Kool-Aid

Slaven Vlasic/Getty Images

Why it's popular: The 91-year-old brand has maintained popularity through a variety of youth-marketing campaigns. Kool-Aid has several Snapchat filters designed to promote new products, a GIF keyboard, and partnerships with YouTube celebrities.

48/

53. Eggo

Andrew Burton/Getty Images

Why it's popular: When Netflix original show "Stranger Things" started featuring Eggo in 2016, the waffle brand seized on the opportunity with creativity. It made Halloween costumes referencing "Stranger Things," created new recipes based off the show, and even created a Google Chrome extension.

49/

52. Ben & Jerry's

Business Insider/Jessica Tyler

Why it's popular: The ice-cream brand is particularly appealing to Gen Z as Ben and Jerry's bases its brand around social activism. Its YouTube channel, for instance, features videos discussing climate change and how the company sources its ingredients and materials responsibly.

45. Nintendo

Hiroko Masuike/Getty Images

Why it's popular: The Nintendo Switch was a runaway success last year, following on the popularity of Pokemon Go.

57/

44. Walmart

Eduardo Munoz/Reuters

Why it's popular: Nearly two-thirds of Gen Zs enjoy shopping at a brick-and-mortar store, and Walmart has remained a mainstay in most American communities. But Walmart has also been innovative in capturing Gen Z; it recently announced an in-house basics brand meant to challenge Everlane.

58/

43. Vans

Tristan Fewings/Getty Images

Why it's popular: Vans has benefited from Gen Z's obsession with '90s streetwear styles and the resurgence of sneaker culture.

42. Dairy Queen

Why it's popular: Dairy Queen has recaptured its market by offering cheaper meal deals, boosting the quality of its famous Blizzard, and releasing humorous Valentine's Day ads.

60/

41. Lunchables

Joe Raedle/Getty Images

Why it's popular: Typically an elementary-school standby, Lunchables has been making moves into the teen market by making lunch combinations that are more suited for an adolescent palette. That includes larger portions and meals like sub sandwiches and bacon-topped pizzas.

37. Capri Sun

36. Target

Business Insider/Jessica Tyler

Why it's popular: Target has recently doubled down on Gen Z consumers, with the introduction of a men's street-style clothing line, a brand that sells headphones and phone cases, and a low-priced women's-clothing brand.

66/

35. Tostitos

AP Photo/Paul Sakuma

Why it's popular: Tostitos made waves with a new ad that encouraged people to hang out more together in real life and positioned itself as the chip of choice for get-togethers.

26. Chips Ahoy

Why it's popular: Chips Ahoy is third in cookie industry market share among all age groups, but it's second for Gen Zs. Ypulse said 80% of Gen Zs have bought Chips Ahoy, and 71% said they intend on buying it again.

76/

25. Subway

Joe Raedle/Getty Images

Why it's popular: Subway, which has a reputation as a healthy chain restaurant, has delivered a variety of innovative ad campaigns.

22. Little Debbie

Why it's popular: Little Debbie has maintained its reputation as a low-cost snack choice, which is appealing for frugal Gen Z. The brand also has a beloved social-media presence.

80/

21. Bath & Body Works

AP

Why it's popular: The shopping-mall mainstay may seem like an unusual choice for online-savvy Gen Zs, but the brand has continued to flourish by diversifying its offerings and maintaining a high-quality in-store experience.

81/

20. Goldfish

19. Snickers

Why it's popular: Snickers' new marketing strategy has targeted all people rather than the male audience it formerly focused on. Ypulse said 80% of Gen Zs have bought Snickers, and 63% of Gen Zs said it is "popular."

12. Google

11. Amazon

Why it's popular: Amazon is the e-commerce website of choice in the US, and Gen Zs also likely grew up ordering just about everything from it.

91/

10. McDonald's

John Sciulli/Getty Images for McDonald's

Why it's popular: McDonald's has relied on its core brand to boost sales, like offering all-day breakfast, while doubling down on fresh beef, freshly cracked eggs, and the like.

92/

9. Sour Patch Kids

Todd Williamson/Getty Images for IT'SUGAR

Why it's popular: A marketing director at Sour Patch Kids wrote that the company boosted the brand by lessening its involvement in TV and Facebook marketing, and going in on making the Sour Patch Kid himself a celebrity on Snapchat and YouTube.

93/

8. Nike

Jayne Kamin-Oncea/Getty Images

Why it's popular: Nike has long been the top sneaker company in the US, and it may have solidified Gen Z's interest even further by aligning itself with former San Francisco 49ers quarterback Colin Kaepernick, who knelt during the national anthem last football season to protest racial injustice.

2. Doritos

1. YouTube

Why it's popular: Nearly a third of teens watch YouTube more than Netflix, Hulu, or cable. "The content on YouTube is so much more diverse and funny and relatable," one 16-year-old told Business Insider. "The stuff on TV is so outdated. I would watch Netflix, but I don't have the money to sign up."